Audi makes miniscule alteration to corporate logo
Thursday 03 September 2009
This is the new Audi badge - spot the difference if you can. Apparently it's supposed to have a slightly “3D” appearance compared with the old one. But while this latest alteration is rather boring, the basic four-ring emblem itself has an interesting history.
Strictly speaking, Audi was originally represented by only one of the four rings. The others refer to the now defunct pre-war marques – Horch, DKW and Wanderer – that joined with Audi to form Auto Union in 1932. After 1945, the four ring badge was kept but only the Auto Union and DKW brands were used on Auto Union's cars, although these were both retired when the Audi badge was revived in 1965, shortly before Auto Union was taken over by Volkswagen.
Occasionally it has been rumoured that Horch could be brought back to life as a prestige car brand in the way that Maybach was by Mercedes, but this seems unlikely now that Volkswagen owns Bentley and Bugatti. More recently, it as been suggested that Auto Union could be adopted as the umbrella corporate name of the Volkswagen group. If the same “one ring per company” principle were to be adopted as for the original 1932 logo, no less than eight or nine rings would now be required, depending on whether the truck-maker Scania is included and assuming Porsche enters the Volkswagen fold as planned.
Life & Style blogs
Twitter not working: Social network says problem with tweets not showing is fixed
Ebola crisis: Cases pass 10,000 as almost 5,000 killed by disease in eight countries
Watch what happened when food critics were unknowingly served McDonald's
What do the text messages between you and your partner reveal about your relationship?
Controversy over Queen's 'first tweet' at London's Science Museum
Of course, teenage girls need role models – but not like beauty vlogger Zoella
Cameron is warned 'no possibility' of UK reducing immigration and that bid to bring in quota on migrant workers would be illegal
Support for EU membership 'at highest level since 1991' with most Brits wanting to stay 'in'
Tony Blair 'says Ed Miliband will lose 2015 general election'
Thousands with degenerative conditions classified as 'fit to work in future' – despite no possibility of improvement
Putin: The US is to blame for almost all the world's major conflicts
- 1 McKamey Manor: This 'extreme' haunted house is the stuff of nightmares
- 2 Russell Brand says he will 'probably' give up acting to focus on his revolution
- 3 Watch what happened when food critics were unknowingly served McDonald's
- 4 David Beckham's Haig Club whisky is exactly what’s wrong with the Highlands
- 5 Ottawa shootings: Bruce MacKinnon's cartoon is the perfect tribute to soldier Nathan Cirillo
£110 - £200 per day: Randstad Education Leeds: Secondary Maths Teacher for spe...
£40000 - £50000 Per Annum Excellent benefits: Clearwater People Solutions Ltd:...
£30000 - £35000 Per Annum Excellent benefits: Clearwater People Solutions Ltd:...
£35000 - £40000 Per Annum Excellent benefits: Clearwater People Solutions Ltd:...